TOURISM INDUSTRY

Why International Visitors?
Discover New England was formed in 1992 due to a stagnant domestic market and a declining Canadian market. International visitation to the region was, and remains, the fastest growing sector of the tourism market.

  • The international visitor stays longer, an average length of stay is fifteen nights, nearly four times that of the average domestic visitor.
  • The average European gets at least four-six weeks of paid vacation a year, they have time to travel and vacations are a priority.
  • The international visitor spends more, approximately ten times that of the average domestic visitor.
  • They are not 'climate' dependent, for example, they will have made their travel plans months in advance and are not likely to cancel due to a rainy weekend.
  • New England is considered an upscale destination by the international traveler. It attracts a more sophisticated type of traveler, one with a higher disposable income, aged 45-65 yrs old and whom seeks activity combined with other essentials of good food and lodging.
  • New England is currently a ‘real bargain’ for the international visitor with the Pound/Euro to US Dollar exchange rate strongly in their favor. US accommodations, goods and services cost almost half of what they would in Europe.

Discover New England promotes and represents all sectors of the tourism industry in New England. DNE focuses its limited resources and takes strong, calculated steps towards capturing international business. DNE presently targets the primary markets of the United Kingdom and Germany and is working with the emerging secondary markets of France, Ireland and the Netherlands. The current marketing activities focus on the following trade, consumer and press strategies:

  • Tourism Trade Shows
  • Sales & Training Missions
  • Tactical Marketing Initiatives with Trade Partners
  • Consumer Travel Shows
  • Public Relations Program
  • New England Annual or Bi-Annual Supplements for the German and UK markets
  • Consumer and travel trade fulfillment of requests
  • Travel agent training
  • New England Trade E-Newsletter
  • Special Projects
  • Discover New England International Marketplace & Annual Summit
  • Comprehensive website www.discovernewengland.org designed for the international visitor

Discover New England is extremely effective in accessing its target markets using the above strategies. The regional initiative is a proven and an excellent investment for the six New England states. The concept of selling New England as a region, rather than as six independent states is reinforced by the international travel trade, the international travel press and the international consumer, none of whom are interested where state borders end and begin but all of whom wish to visit New England.